We all know that judging a book by its cover is a bad thing. But we still do it. Serge DeNimes is the brainchild of Oliver Proudlock. Yep. the fella from Made In Chelsea. And whether we think that's a good thing or not, we're hard pushed to find fault with his brand.
Basically he's nailed it as far as good quality, simplistic threads, tastefully done, goes. AW14 sees the label going up a peg or two, with the introduction of two styles of bomber jackets — Wolf and Four Symbol. Both in black of course; plain at the front, with the tease of a shady logo on the back. Subtle.
We like them and they like us, judging by the £250 worth of clothing they're offering DJ Mag readers. For a chance to win, drop email@example.com an email entitled Serge DeNimes with your name and address, along with the answer to this: which year was the brand founded?
In the meantime, check out their online store at sergedenimes.com.
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